Clothing retailer Fat Face has adopted NetSuite's responsive web design software to make its website more suitable for selling on smartphones and tablets.
NetSuite's design package, which it acquired through the purchase of Venda, allows websites to adapt to the devices they are being viewed on, from large desktop monitors to cramped smartphone screens.
Paul Wright (pictured), head of e-commerce and marketing at Fat Face, told V3 the company needed to improve how the new Fat Face website works on mobile devices after seeing an increase in purchases made via smartphones and tablets during the 2013 Christmas period.
"Going back to 2013, we relaunched Fatface.com. During the first period of the new website we reached a tipping point on Boxing Day, where we saw over 50 percent of the traffic to our website coming from mobile devices," he said.
"Unfortunately the web solution we had was twofold. It was this wonderful new digital user experience that we designed and spent a lot of energy creating for desktop. But then on mobile, we had a very different and substandard solution.
"So we thought: 'We've got all this performance gain on desktop. How do we take that into the mobile world?'"
Wright explained that the use of responsive web design created a site that is easy for customers to use on multiple devices.
"We wanted to make it a consistent, seamless experience for our customers regardless of the device they were using," he said.
Wright added that the migration made sense as Fat Face was already using NetSuite's e-commerce platform. This enabled the retailer to integrate the software in time for the 2014 Christmas sales period.
However, Wright noted that Fat Face needed to create its own custom templates to suit the specification of the brand's website, rather than using one of NetSuite's existing templates.
Changing face of e-commerce
Wright said that the Fat Face website working on multiple devices is important for the brand's customer services and approach to e-retail.
"Customer attitudes to shopping haven't really changed. The big focus in the next couple of years will be how [retailers] use all this great [technology] to create brilliant customer service," he said.
"The majority of our customers are shopping on more than one channel, whether that's the high street or the website or the call centre. The major goal in all this is creating consistency, because customers don't recognise channels."
Fat Face appears to be seeing success with its new website, but some companies have struggled to adopt e-retail.
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